The talking machine world (Aug-Dec 1919)

16 THE TALKING MACHINE WORLD September 15, 1919 Retailers Should Make Full Use of Literature Supplied to Them by the Manufacturers mil A canvass of the talking machine dealers in the Metropolitan district has brought out the fact that far too many dealers do not realize the importance of their own industry and fail to take advantage of the great mass of literature put out by the manufacturers. This literature is designed to help the individual dealer and make it possible for any dealer in whatever locality or circumstances to do a better business. Americanism has been the slogan for the past four years and thousands upon thousands of our present citizens who have come from distant shores have been given a better understanding of the aims and ideals of this country. But the fact that they have become Americans does not mean that they have banished forever the memories of the past or the recollections of their early days as children. With most of them, more than with native-born Americans perhaps, music has had a more present and vital part in their mental growth. Those who came to this country from ten to twenty years ago have noted the difference in regard to music. This difference has caused America to be known as a nation far from musical and it is only comparatively recently that music has been recognized as a vital human need and has been given its proper place in the every-day life of every man, woman and child. Educational Value of Talking Machine In this broadening and cultural expansion the talking machine has played a part which in importance is hard to fully realize. It has made the industry to-day one of the wonders of modern times and it has grown to proportions which even the most optimistic enthusiast a decade ago could never dream of. The talking machine dealer has played an important, even if at times unconscious, part in this progress and yet to-day some of these dealers do not realize the importance of their work. This statement is not by any means based on sentimental grounds. It is sound business that the public should be made to realize the need for music, for that means greater sales of machines and records. The great manufacturing companies have carried on nation-wide campaigns of education, founded upon sound business principles, and the fact that it was at the same time a worthy purpose and a benefit to all Americans was purely incidental. This does not at all detract from the credit due these companies for their work, which has at times been carried beyond the bounds which plain business would demand. They have come in for their share of praise, but what of the dealer? The Dealer Keeps Up the Contact The dealer is the one with whom the actual II buying public comes most in contact, and his success is in a measure due to the work carried on by the manufacturers. That is to say, the normal run of business is brought to the dealer simply through the national advertising of the manufacturer. Up to a certain point every dealer is on the same basis. Beyond that point individual effort marks the difference between mediocrity and prominence. The great mass of literature prepared by the manufacturers is designed to help the dealer and the way in which the dealer uses this literature is responsible for his success or failure. As a case in point we cite the foreign record Publicity Material Serves to Keep Up and Strengthen ContactBetveeen theDealer and the Public supplements put out by the Victor Co. These supplements cover sixteen different languages and are designed to appeal to the people ot each one of these races. In the Metropolitan district there are many nationalities, more noticeable than in other parts of the country because of their close proximity to one another. These, or a large part of them, have become American citizens through the natural process of education and assimilation. They are the best prospects of the talking machine industry and are steady record buyers. That they are colonized in certain sections is natural and gives rise to the "class trade" found in various parts of New York. This can be applied to the country as a whole, but for purposes of illustration New York is a good example and what obtains there can be applied to the whole country as well. The foreign-born element has brought out the need for foreign language records and supplements and likewise foreign advertising. Handling the Foreign Trade Dealers in these foreign colony sections have a certain class of trade demanding a certain type of music. No matter what type this may be the manufacturers have anticipated the demand and have furn'shed literature, window III display cards and evervthine conceivable to interest these people. All this material is available to the talking machine dealer and it is noteworthy that the successful dealer is the one who has used it to good advantage. It is but natural that these people should have a love for the instruments and music of their native lands and the dealer who can supply this music and can furnish them literature in their own language, telling them all about it, is. the dealer who is making the best of his opportunities for building up trade. This does not hinder one bit the Americanization of these people, but in reality is an aid, for once they have become talking machine users and gradually become more familiar with English they come to know American music at its best. Native Americans born in the South have a natural liking for the Southern melodies, an Irishman loves the ballads of the Emerald Isle, the Englishman likes to hear the folk songs of his native shire, and so it goes. These are the facts and it is up to the dealer to answer the demand. To neglect the material furnished by the manufacturer is to admit a lack of business judgment on the part of the dealer. Material enough is furnished to enable each dealer to change his window display and1 local advertising .at least once each month and keep up with the changes in the national advertising. Opportunities Should Be Utilized It is a regrettable fact that there are dealers who pay no attention to the foreign supplements placed in their hands. They are content with enough trade to keep their business going and are not energetic enough to build for the future. And it requires so little effort to do this, with the material offered and at hand. The betterment of any industry comes easiest and best from the bottom. To begin at the top is a laborious and usually unsuccessful process. The dealer is at the bottom in the sense that he is the final means of personal contact. He can do more for the advancement of the industry by his personal contact with the public than the national work of the manufacturer, which of necessity must be indirect because the personal touch is lacking. Let the dealers make use of the opportunities offered them by the manufacturers and the future of the talking machine trade is assured. And not only will it be assured, but it will be on a higher plane and there will be an added sat:sfaction in feeling that you as a dealer are a part of an industry that is doing great good for the advancement of musical knowledge in America. IF YOU WANT AN AUTOMATIC STOP THAT WORKS EVERY TIME BUY THIS ONE THOUSANDS IN USE IN THE UNITED STATES AND CANADA We will be pleased to send samples WEBER-KNAPP CO. JAMESTOWN, N. Y.